Carlsberg Chill and “kaixin001.com” had launched strategic cooperation science 1st January,2010.The first cooperation is that Carlsberg Chill set ”The Happiness Index” on the “kaixin001.com”. In order to gain more public awareness and further spreading of new brand activities and escalatory brand spirit in 2010 , Carlsberg Chill will launch a new round of press distribution in national key print media.
Opportunities and Challenges:
1. This project covered the wide range of media , and the time of press distribution was during New Year's Day and the Spring Festival, this brings difficulty on putting messages on the relevant pages.
2. There were competition relations between “kaixin001.com” and a part of other media, which take a big challenge to guarantee the coverage rate.
3. This is corporate activities of Carlsberg Chill, which would be positive influence for both media, audience and ourselves.
1． We put forward a broad list of over 100+ media around the country and some back up media to guarantee the coverage rate.
2． Different versions of press articles are prepared according to different media pages so that the maximum coverage rate can be achieved.
3． In-depth communication of the keymedia and marketing magazine, developed tailor-made PR proposal for this each part of them .
Coverage and Advertising Value:
1. The total circulation of print media is 9,753,000, which reached 16,188,000 readership.
2. Advertising Value: total ad value for the campaign is RMB 659,500.
2010-01-29-Xinmin Evening News
2010-01-20-Xian Evening News
2010-01-22- Southern Metropolis daily
2010-01-14-Asian Pacific Econmic Times